SERVICESTORMING ANDDRAGON LINES(From Acting to Action)                          Jared Cole | @coffeekid                    ...
SCHEDULE2:00-2:15   Introduction2:15-3:15   Acting3:15-3:30   Discussion3:30-3:45   Break3:45-4:00   Service Blueprint Ove...
ey used to only ask for this.                                 3
now theywant more!             4
CHALLENGEHow do we use our designskills to help organizationsorchestrate experiences andinteractions acrosstouchpoints and...
Service Storming
Service StormingA collaborative activity, focused onthe generation of new serviceexperience concepts through acting.      ...
8
Science of Service StormingEngaging in physical expressionactivates different parts of yourbrain, helping you to think inne...
Art of Service StormingService delivery is a performance.If your performance connectswith the audience, you might beon to ...
e RulesNo Sitting.   No Pitching.                             11
Experience PrinciplesHidden TreasureIdeal state. What if...10 minutes                  Voting BoothVoting | Taxes | DMVThi...
How can this help me?                        13
Break
Dragon Lines
Dragon LinesTo determine feng shui, theancient Chinese would run down ahill to find the natural flow.We are going to map t...
SERVICE BLUEPRINTA blueprint is an operational toolthat describes the nature and thecharacteristics of the serviceinteract...
134                                                           Harvard Business Review             January-February 1984  E...
Where in the process?research                     Ideation           Journey            Storyboard     Blueprint          ...
Building Blocks Customer Actions   Touchpoints   Staff Actions Line of Visibility  Back Stage Staff Support Processes       ...
Example   Customer orders           a hamburger                            Customer waits                                 ...
Iteration   Customer orders             a hamburger                              Customer waits                           ...
23
http://tinyurl.com/cdw6ya                            24
Service Blueprint of Presby Neuro Clinic    PHYSICAL                   Front      Waiting     Front     Waiting        Fro...
PurposeProvide a human-centered perspectivePrototype the serviceVisualize all the piecesCommunicate across silosPrioritize...
Blueprinting Activity60 MinutesPaper & Post-Its                        27
Example   Customer orders           a hamburger                            Customer waits                                 ...
Tips
Determine your scale               Service journey                            blueprint   blueprint                bluepri...
Decide your fidelity       Post its                        excel          illustrator                                31
Start, stop, continue                          gapcurrent state blueprint         future state blueprint                  ...
Orchestrate implementation                    single touchpoint       Coordinated touchpoints                             ...
Work with others                          marketingprocess engineering                                            business...
e Future of Blueprints
36
Dialing IBM-HELP to get assistance with Lotus Notes                                        Carrie Chan | IBM T.J Watson Re...
http://bit.ly/SK4HHUDamaris Sepulveda | @shizada                               38
Extra tip: Play!                   39
ese activities will help you...              Design across              touchpoints              Design across           ...
ank you!CONTACT                              RESOURCESJARED COLE                           SERVICE DESIGN NETWORKjared@ad...
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Service Storming and Dragon Lines

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UX Week 2012 workshop that focuses on two service design tools: service storming and blueprinting

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Service Storming and Dragon Lines

  1. 1. SERVICESTORMING ANDDRAGON LINES(From Acting to Action) Jared Cole | @coffeekid Jamin Hegeman | @jamin
  2. 2. SCHEDULE2:00-2:15 Introduction2:15-3:15 Acting3:15-3:30 Discussion3:30-3:45 Break3:45-4:00 Service Blueprint Overview4:00-5:00 Service Blueprint Exercise5:00-5:30 Q&A 2
  3. 3. ey used to only ask for this. 3
  4. 4. now theywant more! 4
  5. 5. CHALLENGEHow do we use our designskills to help organizationsorchestrate experiences andinteractions acrosstouchpoints and time? 5
  6. 6. Service Storming
  7. 7. Service StormingA collaborative activity, focused onthe generation of new serviceexperience concepts through acting. 7
  8. 8. 8
  9. 9. Science of Service StormingEngaging in physical expressionactivates different parts of yourbrain, helping you to think innew ways. 9
  10. 10. Art of Service StormingService delivery is a performance.If your performance connectswith the audience, you might beon to something. 10
  11. 11. e RulesNo Sitting. No Pitching. 11
  12. 12. Experience PrinciplesHidden TreasureIdeal state. What if...10 minutes Voting BoothVoting | Taxes | DMVThink across space, time, +products, and people.Act it Out Day Spa20 minutes3 scenes3 touchpoints2 minutes 12
  13. 13. How can this help me? 13
  14. 14. Break
  15. 15. Dragon Lines
  16. 16. Dragon LinesTo determine feng shui, theancient Chinese would run down ahill to find the natural flow.We are going to map that flowthrough service blueprinting. 16
  17. 17. SERVICE BLUEPRINTA blueprint is an operational toolthat describes the nature and thecharacteristics of the serviceinteraction in enough detail to verify,implement, and maintain it. 17
  18. 18. 134 Harvard Business Review January-February 1984 Exhibit I Blueprint for a comer shoeshine StarKlard Brush execution time shoes 2 minutes Total acceptable execution time 5 minutes Une of Faciiitating services vialblllty and products Not seen Select by customer and purchase but necessary supplies to perfonnance There are several reasons for the lack of Good and lasting service management requires muc hanalytical service systems designs. Services are more. Better service design provides the key to marketunusual in that they have impact, but no form. Like success, and more important, to growth. 18light, they
  19. 19. Where in the process?research Ideation Journey Storyboard Blueprint Touchpoints 19
  20. 20. Building Blocks Customer Actions Touchpoints Staff Actions Line of Visibility Back Stage Staff Support Processes Time 20
  21. 21. Example Customer orders a hamburger Customer waits Customer feels cared for Customer receivers order Dinner menu Conversation Hamburger Server records Server checks on Server delivers order on customer hamburger Notepad Server enters Chef receives Chef delivers order into order and makes hamburger to system burger server Hamburger Order system ingredients 21
  22. 22. Iteration Customer orders a hamburger Customer waits Customer feels cared for Customer receivers order Dinner menu Conversation Hamburger Server records Server checks on Server delivers order on iPad customer hamburger Chef receives Chef delivers order and makes hamburger to burger server Order system iPad app Hamburger ingredients 22
  23. 23. 23
  24. 24. http://tinyurl.com/cdw6ya 24
  25. 25. Service Blueprint of Presby Neuro Clinic PHYSICAL Front Waiting Front Waiting Front Hallway Exam MRI & Exam MRI & Door Tag Waiting Check-out EVIDENCE Desk Room Desk Room Desk Room Chart Room Chart Room Room Check-out, PATIENT Sign In Wait Check-in Wait Responds Follow to Wait in Answer Wait Ask Return Wait Pay, & ACTIONS Exam Rm Exam Rm Questions Questions Door Tag LeaveLine of Interaction ? ? ? ? ? ONSTAGE Call Escort to Check Meet Dr. Process & CONTACT Welcome Process Patient Exam Rm Vitals & Kassam Check-out Ask Quest PERSONLine of Visibility BACKSTAGE Get See Other Grab Check Place in Take See Other See Other See Other CONTACT Patient Patients Patients Door Tag Patients Patient Kassam Away Patients PERSON Chart Location Bin Chart Brings Chart in Grab Kassam Door Tag To Be Chart Gets Quick Back Seen Bin from Bin Review Chart Write Rm Check Taken by # on Patient Dictation Staff Schedule LocationLine of Internal Interaction SUPPORT Records/ Bin Chart Records/ Debbie’s Door Tag Schedule Storage Database Database System PROCESSES Chart Cart System System System System System 25
  26. 26. PurposeProvide a human-centered perspectivePrototype the serviceVisualize all the piecesCommunicate across silosPrioritize projects 26
  27. 27. Blueprinting Activity60 MinutesPaper & Post-Its 27
  28. 28. Example Customer orders a hamburger Customer waits Customer feels cared for Customer receivers order Dinner menu Conversation Hamburger Server records Server checks on Server delivers order on customer hamburger Notepad Server enters Chef receives Chef delivers order into order and makes hamburger to system burger server Hamburger Order system ingredients 28
  29. 29. Tips
  30. 30. Determine your scale Service journey blueprint blueprint blueprint blueprint 30
  31. 31. Decide your fidelity Post its excel illustrator 31
  32. 32. Start, stop, continue gapcurrent state blueprint future state blueprint 32
  33. 33. Orchestrate implementation single touchpoint Coordinated touchpoints 33
  34. 34. Work with others marketingprocess engineering business change management Technology 34
  35. 35. e Future of Blueprints
  36. 36. 36
  37. 37. Dialing IBM-HELP to get assistance with Lotus Notes Carrie Chan | IBM T.J Watson Research Center, Hawthorne NY | 6.15.07 Blueprinting ideas v.4 service evidence problem with Lotus Lotus Notes Ticket number Notes Mail and Mail and Calendar syncing Calendar syncing works customer steps DIAL NAVIGATE PRE-RECORDED MENU TALK TO AGENT WAIT FOLLOW AGENT’S STEPS TO SOLVE PROBLEM PROBLEM HANG UP? SOLVED hazard line Dislike calling call centers how long am i being onstage put on hold for? i’m pressing ‘3’ and nothing is happening... 6D1511 is before 6A1511 in the menu choices... did I hear is he even listening to 6D1511 correctly? me? he seems to be what is a ticket number? he’s assuming i know all the typing a lot. and not customer’s journey IBM language even though I’ve paying attention. repeatedly told him I was new finally, the agent is back he’s talking really fast he’s apologizing for soft- ware malfunction - is this the same problem i was just having? or should i be worrying about something else? he solved the problem!line of of visibility area visibility representative service Give introductory speech. Ask for employee serial Present customer with menu options to Introduce yourself. Ask customer what Look up information regarding Ask what error message Proceed to follow steps outlined in documentation. Confirm that the Ask customer to write down the ticket number. number. redirect call. Apologize for software problem they’re having. Lotus Notes Mail and Calendar the customer is getting. customer’s problem Email this ticket number to the customer. script malfunction. syncing on database. is solved. Redirect call after customer inputs a Thank customer for calling IBM HELP. choice. Ask if they are on or Ask if the customer off site. has any other problems. provider’s steps backstage WAIT FOR CALL DIRECT CALL TO PROPER DEPT. INTRODUCTION GET PROBLEM FIND SOLUTION TO PROBLEM WALK CUSTOMER THROUGH PROBLEM SOLUTION CONCLUDE GIVE TICKET NUMBER application backstage processes P P P P P P P P P P P P P P support implementation account executives product executives (BTO) operational executives (SO)thinkcarrie.comLiving with Complexity, Donald Norman 37
  38. 38. http://bit.ly/SK4HHUDamaris Sepulveda | @shizada 38
  39. 39. Extra tip: Play! 39
  40. 40. ese activities will help you... Design across touchpoints Design across channels Design across experiences meet the future needs of design 40
  41. 41. ank you!CONTACT RESOURCESJARED COLE SERVICE DESIGN NETWORKjared@adaptivepath.com | @coffeekid service-design-network.orgJAMIN HEGEMAN SERVICE DESIGN TOOLSjamin@adaptivepath.com | @jamin servicedesigntools.org DESIGN FOR SERVICE designforservice.wordpress.com SERVICE DESIGN DRINKS AND EVENTS servicedesigning.org SF SERVICE DESIGN DRINKS @servicedesignsf 42
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